The former commercial focuses on the features. If you look at the signage in the commercial, it says things like 8MP Camera, Wifi Hotspot, Smartphone, HDMI, etc etc. It basically tells me what this phone is about but as far as appealing to me or striking a cord, it falls flat.

The latter commercial tells a story. The product (insurance) isn’t even shown in the commercial, only mentioned in passing at the end.

You can appeal to logic by listing all the things your product does and try to outdo the competition by doing more and more, or you can appeal to base emotions like anger, joy, happiness, love, hope, or in this case loss. I think the latter works better and is timeless. Imagine watching the Android commercial 5 years from now. Will you be impressed by 4G, HDMI, 8MP cameras? At the rate technology moves, probably no. The Thai insurance commercial is actually a very old commercial, but it has as much resonance today as it did when it first came out.

The iPhone Facetime commercial reminds me very much of this style of advertising:

Apple never tells you all the features the phone as. They just show you how it can change the way you share experiences with your loved ones.

Recently saw this commercial on TV and it totally kicked any Mac vs PC ad by Apple. This was a real demo of how easy it is to use a PC, not some skit talking about how a mac is better. The message: So easy even a 4 yr old can do it. She’s cute and Asian to boot. Go PC!

For those of you who have not yet read the great book “Made To Stick: Why Some Ideas Survive and Others Die”, here’s a 10 second recap of the book. It’s a great book and I highly recommend studying it. However if you are just lazy and/or don’t have time – this quick presentation will give you a gist although it does not do it justice to say I’ve summed up the entire book in 10 simple slides.

I’m a little behind on my blogging. I was wrapping up my old job and started a new job this week. This week’s favorite links features sites that I found useful to me and therefore hopefully to my readers as well:

About Pek Pongpaet

Pongpaet’s expertise ranges from product design and development, and martial arts. Prior to Pinstagram, Pongpaet was VP of Product at Spoton, a loyalty and social media company. He's worked at Accenture Technology Labs in the research department coming up with next generation user interfaces. At Roundarch, a technology and strategy consulting firm, Pongpaet’s work included envisioning and designing the dashboard of the future for the Tesla Model S electric car.